Empowered spenders: How Gen Alpha is shaping the market and how should brands approach them

Stavros Triseliotis and Sophie Tanner

There is currently a unique opportunity for brands to formulate strategies that speak to the hearts and minds of Gen Alpha - a generation characterised by increased spending power but also eclectic and demanding tastes and a vocal and impactful voice. Drawing on real-time data from The Insights Family, this article explores the growing empowerment of Gen Alpha across the EMEA region.

This article is part of a Spotlight EMEA series on Gen Alpha. Read more

Gen Alpha: The generation of influence and power

Empowered by entrepreneurial spirit, creativity, and digital fluency, Gen Alpha is fast becoming the most independent and financially astute generation. Across the EMEA region, a significant 31% of 10-14-year-olds report earning their own money, a staggering 51% increase over just two years. This trend extends even to younger kids, with a similar number (28%) of 6-9-year-olds saying they earn their own money. These figures highlight that financial independence is a growing priority not just...

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